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Eduardo Sirotsky Melzer, known better as Duda, is currently the head of the RBS Group in Brazil, and recently gave a series of lectures at the ADVB / RS, a forum where many Brazilian businessmen and top company executives attended. The RBS Group has thrived under Melzer’s leadership and has been in operation nearly 60 years, helping the media outlets it owns deliver quality news and entertainment. Melzer stated that the family business has been successful because they are passionate about bringing out the best in people. The other factors he mentioned are that his company has emphasized efficiency in executing daily tasks, and emphasized respect for its older, more experienced members.

Duda Melzer has been the president of RBS Group since 2012, but worked for other media agencies prior to that. He had gotten his bachelor’s at the Pontifical Catholic University of Rio Grande do Sul, and then studied abroad at Harvard’s business school where he got his MBA. His first job was at Booz Allen & Hamilton as a technology consultant in 2001 doing work for the US government and non-profit groups. He then spent 2 years as a financial analyst for Delphi Corporation, and then a short period with Boxtop Media. He joined his family’s company in 2004 as a director in marketing.

Duda stayed in the lower division of marketing until he became an executive vice president in 2010. After his uncle, Nelson Sirotsky decided to step down and focus his attention on the company’s Board of Directors and Editorial Committee, Duda was named president of RBS Group, pledging keep the company running in the same direction his grandfather Mauricio had taken it. Duda also is head of e.Bricks, a digital media investment company. Duda has won many awards for his work in media including the ARP Communication Week Year award, and Ernst and Young’s Entrepreneur of the Year award.

It seems to be no coincidence that one of the most trusted advisors the RBS Group has been working with for almost 20 years is Professor John Davis of Harvard University; RBS showed they were one of the most innovative companies in South America when they became the first to employ the specialist in family businesses as an advisor in 1999. The grandson of RBS Group founder Mauricio Sirotsky Sobrinho also made his way to Harvard and graduated with an MBA in Business Administration in 2002; Eduardo Sirotsky Melzer, also known as Duda, seems to have been on a career trajectory designed to bring him to the top of the RBS Group, a position he took on at the end of 2015.

Although he is well known as a member of the Sirotsky family who have now been in control of the RBS Group for three generations, Duda Melzer is also seen as an innovator who took the risk of moving to the U.S. to extend his education and experience in the media industry. Melzer is one of the key figures in following the advice and theories of Professor Davis and feels the management of any family business should remain professional and innovative at all times to achieve continued success.

Transparency is another area of business ethics that Duda Melzer is a strong believer in as he looks to embark upon a new era of success for the media corporation. Upon taking over as the leader of the company Duda Melzer looked to bring about the successful use of many of the theories of Professor John Davis in the day to day running of the company, including publishing the rules of excellence in governance Melzer follows at President of the company.